Week 6

Topic: Marketing Communications, Social Media Strategies and Branding Strategies

Learning Objectives

MARCOMS

Strategies

Differentiation

Objective

Social Media Marketing Process

1.Assess where marketing communications sits within overall marketing strategy.

2.Examine the key elements in the MARCOMS process and provide a strategic view of MARCOMS.

4.Explore social media strategies and how to implement a social media campaign

  1. Understand consumer perceptions of brand meaning, image and value

1 GOALS

2 CHANNELS (Choose platforms)

3 IMPLEMENT

4 ANALYSE

MARCOMS Audit

MARCOMS Strategy

MARCOMS Operations (action)

MARCOMS Measurement

Unique Selling Propositions

Emotional Selling Propositions

Integrated Marketing Communication

Push Strategies

Pull Strategies

Summary

MARCOMS primarily consist of four media: advertising, direct marketing, PR and sales promotions, which can be used in marketing strategy either singularly or holistically with IMC (Integrated Marketing Communications).

While MARCOMS can enable organisations to reduce costs in the medium to long-term, their main strategic use is in helping to differentiate and position.

Social Media Marketing Process can be organised into four Stages (goals, channels, implement, analyse)

Branding strategies should be built with an understanding of consumer perceptions of brand meaning, image and value.